By: Ed Zintel
It’s being said that big data is the new oil with its ability to help generate new revenues. It’s generated by users, renewable and valuable once refined. The question with the recent advent of the use of big data in the newspaper business has been this: “How do we harness all of that data and best use it”?
Cxense believes it has the answer with its just-released Cxense DMP (data management platform), an expanded version of its Big Data solution that, the company says, offers publishers improved aggregation, segmentation, and use of customer data to better engage and monetize visitors across all digital channels, including mobile phones and tablets.
According to Lauren Pedersen, Cxense’s vice president of global marketing, the Cxense DMP improves engagement and monetization capabilities on media websites and applications while leaving the data in control of publishers. She says the software-as-a-service (SaaS) based products provide site visitors with better experiences across mobile and desktop devices, while helping publishers increase digital revenue through precisely targeted advertising and personalized content.
The Cxense DMP employs a three-pronged approach—aggregate, segment, and action—all in real time:
- Aggregate: According to Pederson, the Cxense DMP understands what types of data are most valuable to collect and instantly secures them from multiple sources such as websites and applications, content management systems, subscription data, analytics systems and third-party data.
- Segment: The Cxense DMP understands in real time which trends, indicators and segmentation methods are the most powerful for creating actionable insight from the gathered data. It organizes and optimizes the data, then develops detailed individual user profiles and customer segmentation based on various data points (interests, demographics, location, behaviors, context, purchasing history, device, and so on).
- Action: Cxense takes segmentation data and makes it instantly usable on publisher websites and by linking to marketing tools in real time for precisely targeted communication.
“This is all done in real time, meaning you can see what the user is interacting with and capture that information in the moment, while the user is still on your site,” Pedersen said. “That results in a quick response to what the user is looking for.
“Today, most publishers are only scratching the surface of what big data offers. We think the Cxense DMP demonstrates that perfectly and enables publishers to know better than anyone what their readers want. They take control of their data and stop sharing or leaking with third-party middlemen.”
Those working with Cxense already include the Times Media Group, one of South Africa’s largest news publishing companies; the Sunday World, the top selling Sunday newspaper in Ireland; and Colombia’s leading news portal, El Colombiano.
For more information, visit cxense.com.